If
you're in the job market and apply for a position, what will make you
stand out from the crowd? Did you ever consider that you could
differentiate yourself through branding, just like companies do?
Branding is not new: livestock owners have used branding – and red-hot
irons -- for centuries to identify stray livestock easily. Corporations
have ditched the irons but kept the concept, differentiating their
products to attract customers. The best branding identifies a quality
that appeals to people's emotions. For example, Mentos®
sells a mint-flavored candy that has ingredients similar to
competitors. If the company were to brand its product as "mint-flavored
candies," where do you think it'd be today? Non-existent, likely!
Instead, the company tags its products with a memorable slogan that
emphasizes a benefit people can relate to: "The Freshmaker." It's not
merely candy anymore. There are thousands of similar examples of
companies that have used branding to differentiate themselves,
especially in markets where real differences are not very great. Some
examples include Burger King®, whose "Have it Your
Way®" slogan gives the impression that despite its fixed menu,
customers can state their preferences, unlike arch rival McDonald's®; Avis®, whose now legendary "We try harder®" slogan created instant customer affinity when it challenged the Hertz® "We're #1";
The Osem food company, which brands itself as "It's Good - It's Osem," connecting its name with an impression of good, tasty food.
You
can apply the same kind of branding to make an unforgettable impression
of your own. To treat yourself like a brand, focus on YOU:
identify the key characteristic that provides your "customer" – the
prospective employer – with a reason to take a second look at you. What
work do you do best? What do you have that others lack? Don't think
that flaunting your specialty is immodest: after all, when you think
about the various things you know how to do well, nobody does them
better than you!
Some examples of ways to brand yourself
*A
programmer who can find bugs and "fix" them quickly can be called "the
bug zapper." It may sound whimsical, but prospective employers will
remember that programmer, because she differentiated herself.
*A telemarketer whose melodious intonations keeps people on the phone can call himself "the million-dollar mouthpiece."
*A
technical writer who can write user manuals under tight deadline
schedules can say: "I write with the speed of light" or "I get it
deadline right."
Case History
Melinda
was looking for a job as a marcom coordinator, after having worked in
customer support. She realized that her excellent organizational
experience was a compelling draw for her services. Melinda redid her
cv, emphasizing this skill, and wrote a cover letter, saying: "I'm in
the detail business." She got the job. About the Author
This article was written for ISRAEMPLOY (
www.israemploy.net) by Nettie Feldman. ISRAEMPLOY is a non-profit
organization and registered charity, serving as a one stop resource and
effective tool for jobseekers, employers and recruiters alike.
